"Our results demonstrated that a choice that wasn't ideologically polarizing without a ("protect the environment") label became polarizing when we included that environmental labeling," Gromet said. "We saw a significant drop-off in conservative people choosing to buy a more expensive, energy-efficient option."
"So it makes that choice unattractive to some people even if they recognize that it may be a money-saving choice. When we asked afterward, those consumers identified the CFL bulbs as providing greater monetary savings over time. But they would forgo that option when that product was made to represent a value that was not something they wanted to be identified with." (See related: "Missing the Chance for Big Energy Savings.")
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